COSTA MESA, Calif. — The results of J.D. Power’s 2016 Hotel Loyalty/Rewards Program Satisfaction Report suggests multi-brand hotel companies have a distinct advantage when it comes to satisfying their rewards program members.
Hilton HHonours and Marriott Rewards tied for highest overall customer satisfaction, each receiving 741 of a possible 1,000 points. IHG Rewards followed close behind with a total of 722 points.
The report measures customer satisfaction by examining six factors: account maintenance/management, ease of redeeming points/miles, ease of earning points/miles, variety of benefits, reward program terms and customer service.
“Members of hotel loyalty/rewards programs see great value in their program of choice and they are highly satisfied when they can easily earn and redeem points to select preferred locations in various locations,” says Rick Garlick, global travel and hospitality practice lead at J.D. Power. “Programs with hotels offering multiple brands, partnerships and locations have a strong competitive advantage. However, once customers arrive at a location, their actual hotel experience plays an important role in the overall experience with their program. Loyalty/rewards program administrators need to keep this in mind while exploring opportunities to create innovative customer centric perks.”
The complete report can be found at jdpower.com.